관광통역안내원의 서비스질이 고객만족에 미치는 영향에 관한 연구

The effect of Korea Tour Guides' Service Quality on Japanese Tourists' Satisfaction

The objectives of this study are: (1) To examine the significant differences on any dimensions of service quality(measured by SERVPERF and weighted SERVPERF) of Korea tour guides, with respect to Japanese tourists' demographic variables; and (2) To identify whether any dimensions of service quality(measured by SERVPERF and weighted SERVPERF) will have an effect on Japanese tourists' satisfaction and behavioral intentions(including revisit intentions, recommendations, and reappointment intentions). This study identified that there were significant differences on some dimensions of service quality of Korea tour guides, with respect to Japanese tourists' demographic variables. This study also showed that the assurance dimension of service quality had an effect on Japanese tourists' satisfaction and behavioral intentions. These findings indicate that Korea tour guides should pay much more attention to providing the assurance dimension to Japanese tourists than ever before. The assurance dimension includes providing etiquette, accuracy, responsibility, cleanness, and feel of satisfaction to Japanese tourists.